American Airlines - Reaching For The Sky

American Airlines - Reaching For The Sky

Hong Kong’s MTR (Mass Transit Railway) Central Station sees more than 200,000 commuters transiting through each day. It has four platforms on three levels, plus an underground passage connecting it to Hong Kong Station, which allows smooth transfers from the Island Line and Tsuen Wan Line to the Airport Express.

In May, American Airlines teamed up with JCDecaux Transport and global leader in outdoor advertising, to transform an elevator bank at MTR Central Station into a tunnel of American Airlines branded messaging (video).

The campaign took advantage of every available space in the elevator bank, using a mix of large surface advertising and more than 20 digital screens at eye-level to inform a choice demographic of Hong Kong business commuters about the North American and Latin connections and service offered by American Airlines.

The prevailing colour of the American Airlines advertising bank was sky blue. Repetitive use of imagery, mainly the airline’s signature American flag tailfin, made it impossible for Hong Kong commuters to miss the point with this campaign. At the same time, text in both English and Chinese lauded the perks of flying American Airlines to the Americas, such as onboard Wi-Fi, convenient schedules and direct aisle access in business class.